Creating change through creativity: our 2024 community impact

As we approach the end of another year, it’s natural to pause and reflect on the months gone by. At Equator, while we’re incredibly proud of the creative work we have delivered for our clients in 2024, we’re equally delighted with how the team has stepped up to support our communities on both sides of the Atlantic. As a business, we believe in the power of creativity to make positive change, and this year we channelled that belief into some truly meaningful initiatives.

Bringing comfort (and colour) to cancer patients

One of our most moving projects this year saw members of our Culture Club team in Chicago work with Lemons of Love to create a unique art therapy colouring book for inclusion in their chemo care packages. If you haven’t heard of Lemons of Love, it’s an awesome organisation that uplifts those impacted by cancer through personalised care packages, free programmes and ongoing support.

There were so many people keen to get involved in this project that we formed 15 three-person teams to create individual pages – and held a competition to select the cover page design. The resulting colouring book was a fun and lively collection of designs, just waiting to be filled in.

In the end, the project wasn’t just about creating beautiful illustrations. It became a testament to resilience and the healing power of art, made even more meaningful by the personal experience of one of our team members who had undergone chemotherapy herself. You can read more about the project here.

Inspiring the next generation of designers In Michigan

In the US, we’ve been working to address the lack of diversity in the design industry through our partnership with Battle Creek Central High School, where the student population is 41.1% African American, 29.7% White and 14.3% Hispanic, with 63% on free or reduced lunches.

This year, volunteers from our Michigan office collaborated with teachers to deliver an engaging mock design project, introducing students to various career paths in design. Students were split into teams to complete a real-world packaging brief, with each member taking on roles as designers and account managers. The task was to create a new food package for a specific snack item – from Cheez-Its to Cheddar Chips – and the teams took the challenge in their stride!

As well as devising the brief, our volunteers took students through key roles and responsibilities, provided a timeline and relevant examples, and showed them how to use the tools they would need to present to their client (us, plus the teacher) at the end of the two-week period. It was inspiring to see young people learn about the variety of roles on offer within the design industry and discover that a creative career could be within their reach.

Supporting mental health in the workplace

This year, we strengthened our commitment to workplace wellbeing in our UK offices by training five team members as Mental Health First Aiders (MHFA). This ensures that our people have access to confidential support whenever they need it, creating an even more supportive and understanding culture. While not therapists or psychiatrists, our MHFAs have become valuable resources for colleagues experiencing mental health challenges or emotional distress, helping to break down stigma and create an environment where everyone feels safe to seek help.

Becoming a MHFA involves taking the internationally recognised Mental Health First Aid training course, which teaches people how to spot the signs and symptoms of mental ill-health, as well as how to intervene (including in a crisis), provide appropriate help, and signpost people to further support. All interactions with MHFAs are confidential and everyone is free to reach out, no matter what they are struggling with or how they wish to handle it.

As Account Director and Manchester-based MH first aider Lynn Palmer points out, “Talking is a trigger for getting on the road to recovery, whatever that looks like – and it’s different for everyone. For some people, it might be enough to talk to someone outside of their situation, whereas others may wish to seek further support. Either way, it’s important we’re doing this within the work environment, as it shows that nobody should have to hide how they’re feeling.”

Supporting Manchester’s vulnerable communities

Our Manchester team formed a meaningful partnership with The Mustard Tree this year, supporting their vital work in combating poverty and preventing homelessness. The charity provides essential services to those in need, from necessities like food, furniture and clothing to educational opportunities and creative clubs.

Our photography team put their skills to work, doing a photoshoot and creating a promotional video to showcase the charity’s incredible impact. We have also started a design project for the interior of the shop, which we can’t wait to finish. This collaboration brought us face-to-face with the realities of poverty in our local community, while also showing us the difference that dedicated organisations like The Mustard Tree can make.

As we look back on 2024, we are pleased to have made a difference in our communities – with initiatives that reflect our belief that business success and social responsibility go hand in hand. As well as benefitting the communities we serve, these projects have also brought our teams closer together, reinforcing our collaborative culture and shared values.

We are already looking forward to continuing these partnerships and exploring new ways to give back in 2025. For more news, views and community initiatives, visit the insights section of our website. Happy Holidays!